Digital Signage: 3 Tips For Getting Viewers to Take Action

<h1>Digital Signage: 3 Tips For Getting Viewers to Take Action</h1>Author: <a title="Frank Lucer" href="http://www.articlesbase.com/authors/frank-lucer/99275.htm">Frank Lucer</a> If the people who are passing by your signage screens don't take whatever action you need them to take, your network will not deliver a justifiable ROI for your organization. It will merely be comprised of a lot of nice-looking signs that cost a lot of money. The problem is that most operators don't create - or have others create - compelling content. There seems to be some confusion regarding creatives that motivate people to buy something, fill out a lead form at a kiosk, or even get them to visit a certain location. 
 
In this article, I'll provide you with 3 tips that you can use to boost the response of your signage viewers. After all, it's not enough that they stop and watch the content you've deployed. They have to actually do something. As you'll notice below, getting people to take action is largely a matter of remembering the basics of marketing. 
 
Tip #1: Don't Get Cute 
 
New signage customers, excited by the prospects of delivering eye-catching graphics and slick messaging, often fall into a common trap: they try to be clever. Unfortunately, cleverness doesn't deliver an immediately-measurable ROI. It never has. The reason is because viewers are easily confused by content that is unclear, clever, or cute. In other words, they don't realize what they're supposed to do (i.e. buy a product, etc.). When developing your digital content, keep the message clear and get to the point. 
 
Tip #2: Speak To Your Target Audience 
 
Invariably, your creatives will be viewed by people who are not within your target market. Ignore them when you're developing your content. For example, imagine the following scenario: you own a retail store that sells shoes. You're running a special on women's running shoes and want to use your digital signs to prompt sales for that item. The message you deploy across your signage network must speak solely to women who have a need for running shoes. In order for your call to action to have power, you have to speak directly to that portion of your female audience. Nobody else matters for that piece of content. 
 
Tip #3: Tell Them What To Do 
 
When you're trying to get your signage viewers to take action, you have to tell them exactly what to do. Using our shoe example, it's not enough to show people a pair of women's running shoes with the price displayed underneath them. That merely conveys information; it doesn't motivate people to buy. Instead, your content should provide clear instructions that tell viewers what you want them to do. For example, you might include "Buy a pair before we close tonight and save 30%." 
 
When it comes to effective advertising on your network, this clear call to action is critical. Believe it or not, most people need to be directed. Your content should provide that direction. 
 
What You Can Learn From Google Ads 
 
You've probably noticed the ads that Google splashes across thousands of websites (including their own). Don't dismiss them so quickly. Those ads have the same responsibility as your digital signage network. They have to grab attention quickly, spark interest in a product, and compel the viewer to do something (in Google's case, to click on ads). Your signage content should do the same thing in order to elicit a predetermined action from your viewers. So, the next time you see those ads, take a closer look at them. Try to identify the calls to action. Then, use the same strategy in your digital creatives. 
 
We've only touched upon the basics of getting your signage audience to take action; there's an art to doing it effectively. In a future article, we'll explore the type of language you should use and how to weave it into your message to motivate your audience.About the Author: A leading provider of <a href="http://www.fourwindsinteractive.com">digital signage software</a> and networks, Four Winds Interactive can help you implement your signage project. Check them out online at <a target="_blank" href="http://www.FourWindsInteractive.com">http://www.FourWindsInteractive.com</a>Article Source: <a href="http://www.articlesbase.com/">ArticlesBase.com</a> - <a href="http://www.articlesbase.com/marketing-articles/digital-signage-3-tips-for-getting-viewers-to-take-action-745140.html" title="Digital Signage: 3 Tips For Getting Viewers to Take Action">Digital Signage: 3 Tips For Getting Viewers to Take Action</a>

If the people who are passing by your signage screens don't take whatever action you need them to take, your network will not deliver a justifiable ROI for your organization. It will merely be comprised of a lot of nice-looking signs that cost a lot of money. The problem is that most operators don't create - or have others create - compelling content. There seems to be some confusion regarding creatives that motivate people to buy something, fill out a lead form at a kiosk, or even get them to visit a certain location.

In this article, I'll provide you with 3 tips that you can use to boost the response of your signage viewers. After all, it's not enough that they stop and watch the content you've deployed. They have to actually do something. As you'll notice below, getting people to take action is largely a matter of remembering the basics of marketing.

Tip #1: Don't Get Cute

New signage customers, excited by the prospects of delivering eye-catching graphics and slick messaging, often fall into a common trap: they try to be clever. Unfortunately, cleverness doesn't deliver an immediately-measurable ROI. It never has. The reason is because viewers are easily confused by content that is unclear, clever, or cute. In other words, they don't realize what they're supposed to do (i.e. buy a product, etc.). When developing your digital content, keep the message clear and get to the point.

Tip #2: Speak To Your Target Audience

Invariably, your creatives will be viewed by people who are not within your target market. Ignore them when you're developing your content. For example, imagine the following scenario: you own a retail store that sells shoes. You're running a special on women's running shoes and want to use your digital signs to prompt sales for that item. The message you deploy across your signage network must speak solely to women who have a need for running shoes. In order for your call to action to have power, you have to speak directly to that portion of your female audience. Nobody else matters for that piece of content.

Tip #3: Tell Them What To Do

When you're trying to get your signage viewers to take action, you have to tell them exactly what to do. Using our shoe example, it's not enough to show people a pair of women's running shoes with the price displayed underneath them. That merely conveys information; it doesn't motivate people to buy. Instead, your content should provide clear instructions that tell viewers what you want them to do. For example, you might include "Buy a pair before we close tonight and save 30%."

When it comes to effective advertising on your network, this clear call to action is critical. Believe it or not, most people need to be directed. Your content should provide that direction.

What You Can Learn From Google Ads

You've probably noticed the ads that Google splashes across thousands of websites (including their own). Don't dismiss them so quickly. Those ads have the same responsibility as your digital signage network. They have to grab attention quickly, spark interest in a product, and compel the viewer to do something (in Google's case, to click on ads). Your signage content should do the same thing in order to elicit a predetermined action from your viewers. So, the next time you see those ads, take a closer look at them. Try to identify the calls to action. Then, use the same strategy in your digital creatives.

We've only touched upon the basics of getting your signage audience to take action; there's an art to doing it effectively. In a future article, we'll explore the type of language you should use and how to weave it into your message to motivate your audience.

A leading provider of digital signage software and networks, Four Winds Interactive can help you implement your signage project. Check them out online at http://www.FourWindsInteractive.com

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Article Source: http://www.articlesbase.com/marketing-articles/digital-signage-3-tips-for-getting-viewers-to-take-action-745140.html

Article Tags: Advertising, Digital Signage, Signage, Signage Network, Electronic Reader Boards

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